47 Introducing ASOS

INTRODUCING INTRODUCING

Asos is one of the world’s largest fast fashion brands and a global leader of online fashion. The brand sells a variety of high-street brands and are sold worldwide. Launched in 2000 originally called ‘ As Seen On Screen’ by founders Quintin Griffiths and Nick Robertson. Asos success has been massive over the 20 years its been around.

By the end of the first trading year ASOS had turned over millions, now being a functioning multimillion online fashion brand. It was originally set up to sell affordable product easily online to consumers, offering fast paced delivery yet also sustainable to the fashion industry.

With ASOS being a global company it operates in 231 countries worldwide, although only based online it’s accessibility is extremely appealing to consumers and reach a wider target market compared to its competitors.

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Although Asos’s prices do vary due to the volume of mass products sold consumers don’t necessarily think of ASOS as expensive due to the flexibility of products. The main difference between ASOS and its competitors is the delivery free. ASOS offer an unlimited next day delivery for a year costing £9.99, with other sores also introducing this customer can pick from the high-street stores and get what they’re looking for without any additional fee.

One way ASOS attract customers is due to their high volumes of promotions they offer. 10% student discount is offered, along with weekly different promotions, with the most recent promotion being 20% off everything for St Patricks day, which is something a lot of its competitors do not offer.

Asos continue to see opportunity for growth in their markets. ASOS is well placed to capitalise on this shift in customer behaviour. “This year we saw the number of active customers in our EU market outpace the number in our home UK market for